June 21, 2013
Worldwide, interpretation of the solstice has varied among cultures, but most recognize the event in some way with holidays, festivals, and rituals.
Here in the northern hemisphere, it’s the summer solstice. Among our joyful rituals is putting away our winter wear, reasonably confident that for the next few months we can wear lighter summer clothing.
With the coming of summer, we change more than just our clothing: more time outside than inside, special events and festivals, summer hours at the office and so on.
I’ve never really thought about it, but I wonder if our marketing also changes with the shift into summer.
Like our clothing, does it become lighter, less of a burden to us and also the people we expose it to?
Is it like a breath of fresh air, offering a new insight or observation?
Is it rich and alive like the thriving plants outside the window?
I’m not sure, but as I think about marketing, it seems to me that many us continue to grind out the same old messages using the same old approaches. That seems a little unusual while the natural world around us gives off a fresh new energy.
Today those of us in the northern hemisphere, will enjoy the longest day of daylight in the year. Maybe we can take a few minutes away from celebrating the solstice to think about lightening our marketing to better match the lazy, hazy, crazy days of summer.
Just a thought.